I 

■ 


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Digitized  by  the  Internet  Archive 
in  2013 


http://archive.org/details/baltmancosenlargOObalt 


B  ALTMAN  &  CO 


B  ALTMAN  &  CO'S 

ENLARGED  STORE 
FIFTH  AVENUE '  MADISON  AVENUE 
THIRTY^ FOURTH  AND 
THIRTY^  FIFTH 
STREETS 

NEW  YORK 


MCMXIV 


/WWII 

ClAWiC 
AA 

NM 

■2  ALT 


COPYRIGHT,      1914,      BY       B  .      A  L  T  M  A  H       &       CO.,       NEW  YORK 


ILLUSTRATIONS       AND       PRINTING       II  Y       BARTI.  ETT-ORR  PRESS 


HE  evolution  of  a  great  city  is,  on  a  less  titanic 
scale,  representative  of  the  evolution  of  the 
Universe.  The  same  cosmic  forces — aggressive, 
inexorable — work  in  unison  to  bring  order  out 
of  chaos;  and  as,  in  the  realm  of  Nature, 
mountains,  valleys  and  oceans  are  evolved  by 
slow  and  painful  processes  from  what  was  originally  formless  and 
void,  resulting  in  beauty  where  beauty  was  not  —  so  the  concentrated 
needs,  energies,  ambitions  and  endurance  of  a  community,  fused 
together  in  the  melting-pot  of  civic  development,  result  in  the 
gradual  up -building  of  a  vast  commonwealth,  imposing  in  its 
commerce,  splendid  in  its  art,  magnificent  in  its  humanitarianism. 

The  greatness  of  a  city  is  measured  always,  in  the  minds  of 
men,  by  its  commercial  importance.  Where  the  central  marts  of 
business  are,  there  are  also  to  be  found  all  that  is  most  admirable, 
because  most  progressive,  in  human  experience.  The  world  we  live 
in  is  essentially  a  vital  world,  pulsating  with  vigorous  life.  It  is 
a  world  of  workers ;  of  men  who  dream  great  deeds,  and  do  them 
before  the  dream  is  finished.  It  is  a  world  in  which  nothing  is 
too  insignificant  to  merit  man's  consideration ;  no  goal  too  exalted 
to  be  beyond  his  attainment.  And  it  is  the  men  who  have  possessed 
the  intuition  to  recognize  these  sublime  truths,  and  the  courage  to 
pattern  their  lives  thereby,  who  have  achieved  success. 


9 


Such  a  man  was  Benjamin  Altman,  who,  in  the  days  when  the 
city  of  New  York  was  scarcely  out  of  its  infancy,  gave  to  the  dry 
goods  house  which  proudly  bears  his  name — and  as  proudly  the 
impress  of  his  dominating  personality  —  the  impetus  which  forced 
it  onward  and  upward,  through  years  of  patient,  unremitting  labor, 
to  its  present  prosperity.  Mr.  Altman,  even  in  those  early  days, 
fully  grasped  the  potentialities  of  the  upright,  honest  merchant  who 
could  make  fair  dealing  and  impeccable  reliability  the  watchwords 
of  his  life,  in  and  out  of  business;  and,  throughout  his  long  and 
eventful  career,  never  did  he  deviate  from  the  path  of  integrity 
that  he  had  mapped  out  for  himself  in  the  beginning. 

The  foundations  of  the  Altman  business  were  laid  in  a  small 
store  on  Third  Avenue,  near  Tenth  Street.  Here  Benjamin  Altman, 
then  little  more  than  a  youth,  but  already  equipped  with  the  keen 
discernment  and  balanced  judgment  of  maturity,  began  to  carve 
out  his  great  future.  Selecting  his  merchandise  with  the  fine 
artistic  taste  and  the  infallible  sense  of  values  which  were  among 
his  most  salient  characteristics,  and  paying  cash  for  every  bill  of 
goods  he  purchased,  he  early  established,  both  for  himself  and  his 
store,  a  reputation  for  reliability  which  has  never  been  assailed  — 
because  it  is  unassailable. 

Toiling  early  and  late,  dedicating  all  that  he  had  and  was  to 
his  work,  he  was  rewarded  by  the  steady  growth  of  his  business. 
In  the  early  seventies  he  removed  it  from  Third  Avenue  to  Sixth 
Avenue  —  then  an  important  shopping  center — where  he  occupied 
an  unpretentious  store  between  Twenty- first  and  Twenty-second 
Streets.  In  1876  he  took  possession  of  more  spacious  quarters 
on  Sixth  Avenue  at  Nineteenth  Street,  where  the  Altman  store 
made  history  for  itself  for  thirty  years.  It  was  during  these 
eventful  years  that  the  store  came  to  be  recognized  as  the  leading 
dry  goods  house  of  the  city  of  New  York.  Its  elegant  appoint- 
ments, its  atmosphere  of  refinement,  appealed  to  the  most  exclusive 
members  of  society,  not  only  of  its  own  city,  but  far  afield;  while 
the  superiority  of  its  varied  merchandise  became  a  household  word 
in  the  world  of  fashion. 

Meanwhile  Mr.  Altman,  with  unerring  prescience  of  the  in- 
evitable northward  trend  of  mercantile  New  York,  and  urged  by 

10 


BENJAMIN  ALTMAN 

THE  FOUNDER 


the  rapid  and  persistent  increase  of  his  business,  began  to  plan  for 
an  uptown  store  whose  commodiousness  should  be  commensurate 
with  the  constantly  growing  demand.  In  1905-6  the  firm  of 
B.  Altman  &  Co.  erected  their  new  store  on  the  east  side  of  Fifth 
Avenue,  between  Thirty-fourth  and  Thirty-fifth  Streets.  The  first 
parcel  of  land  for  its  site  had  been  acquired  by  Mr.  Altman  some  ten 
years  earlier;  and  from  time  to  time  thereafter  other  lots  had  been 
purchased  or  leased  from  their  various  owners  until  Mr.  Altman 
possessed  what  he  believed  to  be  an  ideal  site  for  the  imposing 
store  he  purposed  to  erect  in  the  heart  of  New  York's  most 
exclusive  shopping  district. 


The  Altman  Store,  Fifth  Avenue  and  T 


HE  opening  of  the  Fifth  Avenue  store  of 
B.  Altman  &  Co.  marked  an  important  epoch  in 
the  mercantile  history  of  New  York.  The  aristo- 
cratic avenue,  so  long  sacred  to  the  resident  wealth 
and  fashion  of  America's  metropolis,  had  for  some 
time  been  gradually  yielding — with  more  or  less 
gentle  protest  —  to  the  encroachments  of  business;  now  it  grace- 
fully capitulated.  The  high-class  dry  goods  store,  with  its  beautiful 
architecture,  its  allure  of  attractive  merchandise,  its  fashionable 
clientele,  brought  about  a  transformation  that  was  at  once  decisive, 
brilliant  and  complete. 

But  Mr.  Altman's  ideal  had  not  yet  been  attained.  The  store 
he  planned  was  still  larger,  still  more  commodious;  a  store  in 
which  shopping  was  to  become  a  pleasure  instead  of  a  task;  a 
store  in  which  the  patron's  needs  were  not  merely  to  be  supplied, 
but  anticipated;  a  store  in  which  the  personal  comfort,  not  of 
patrons  only,  but  of  employees  also,  was  to  receive  the  most 
thoughtful  consideration.  It  was  to  be  a  store  of  infinite  resources ; 
equipped  with  every  device  calculated  to  contribute  to  the  greatest 
efficiency  of  service; 
in  brief,  a  store  of 
the  highest  modern 
order. 

With  these  aims 
in  view,  the  twelve- 
story  addition  on 
Madison  Avenue 
has  been  erected. 
With  its  comple- 
tion, the  store  of 
B.  Altman  &  Co. 
becomes  not  only 
one  of  the  largest 
dry   goods  estab- 
lishments in  the  world, 
but  also  one  of  the  most 
completely  equipped.  It 

Fifth  Avenue  Entrance 


The  AHman  Store.  Madison  Avenue  and  Thirty-fifth  Street 


occupies  an  entire  city  block,  extending  east  from  Fifth  Avenue 
to  Madison  Avenue,  and  north  from  Thirty-fourth  Street  to 
Thirty-fifth  Street.  Within  this  immense  building  every  modern 
improvement  known  to  architectural  and  engineering  science  is  in 
active  operation,  rendering  it  technically  perfect  as  to  light,  heat, 
ventilation  and  distribution  of  floor  space. 

The  new  addition,  like  the  original  building,  follows  in  detail 
the  dignified  style  of  the  Italian  Renaissance,  complete  harmony 
of  design  and  character  being  preserved  throughout.  French 
limestone,  quarried  and  imported  especially  for  the  purpose,  has 
been  used  in  constructing  the  entire  building  (the  Madison  Avenue 
front  alone  excepted)  up  to  and  including  the  eighth  floor,  the 
remaining  four  floors  (of  the  superstructure)  being  of  white  glazed 
brick.  On  the  side  fronting  Madison  Avenue  the  central  elevation 
is  of  white  brick  above  the  second  floor,  the  corner  pavilions  at 
each  side  being  of  French  limestone  to  the  eighth  floor.  Large 
display  windows  lend  distinction  to  the  Madison  Avenue  corners 
at  Thirty-fourth  and 
Thirty- fifth  Streets; 
and  a  spacious  vesti- 
bule, with  marquise 
extending  over  the 
sidewalk  to  the  curb, 
forms  a  stately  and 
impressive  entrance, 
especially  convenient 
for  patrons  arriving 
in  carriages  and  pri- 
vate motors. 

A  very  commodi- 
ous carriage  entrance, 
with  enclosed  portico 
for  the  shelter  of 
patrons  awaiting 
their  vehicles,  is  lo- 
cated on  Thirty-fifth 
Street. 


Madison  Avenue  Entrance 


HE  comfort  and  convenience  of  their  patrons 
have  ever  been  a  paramount  consideration  with 
B.  Altman  &  Co.  To  render  shopping  as  agree- 
able as  possible  by  reducing  to  a  minimum  the 
labor  and  fatigue  involved,  by  endeavoring  to 
obviate  the  congestion  incident  to  special  sales, 
and  by  insuring  courteous  attention  on  the  part  of  employees, 
has  been  from  the  beginning  one  of  the  fundamental  principles  of 
the  house. 

The  enlargement  of  the  store,  increasing  its  floor  area  more 
than  fifty  per  cent.,  involves  no  change  in  the  established  policies 
of  the  administration,  but  it  opens  the  way  for  a  fuller  realization 
of  its  business  ideals  and  a  broader  development  of  its  vast 
resources  than  have  hitherto  been  possible.  With  so  much  more 
floor  space  available,  every  one  of  the  store's  many  departments  is 
now  enabled  to  extend  the  scope  of  its  activities.  The  facilities 
for  the  effective  display  of  merchandise  are  materially  augmented, 
and  the  larger  selling  space  assures  to  patrons  appreciably  better 
opportunities  for  examining  and  selecting  goods.  Also,  it  is  now 
within  the  power  of  B.  Altman  &  Co.  to  cater  to  the  needs  of  an 
infinitely  larger  clientele  than  ever  before,  and  to  present  for  the 
inspection  of  the  public  immense  stocks  of  thoroughly  reliable 
merchandise  marked  at  popular  prices. 

The  name  of  Altman  has,  from  the  earliest  days  of  the  business, 
been  regarded  as  a  synonym  for  integrity,  excellence  of  quality  and 
efficiency  of  service.  It  has  not,  however,  been  generally  known 
that  the  house  makes  a  special  feature  of  its  moderate  prices.  With 
practically  unlimited  facilities  for  purchasing,  both  at  home  and 
abroad,  high-class  goods  at  first  hand  —  that  is  to  say,  direct  from 
the  manufacturer  —  thus  eliminating  the  no  inconsiderable  profits 
of  the  middleman,  B.  Altman  &  Co.  are  enabled  to  give  their 
patrons  the  benefit  of  the  saving,  and  to  offer  their  goods  at  prices 
that  are  frequently  far  below  the  actual  market  values. 

This  condition  applies  even  to  a  department  of  such  magnitude 
as  that  devoted  to  Oriental  Rugs  (of  which  a  detailed  description 
will  be  found  on  page  35).  Every  year  B.  Altman  &  Co.'s  own 
rug  experts  make  a  six  months'  trip  to  the  Far  East,  penetrating 

16 


■7 


Klevators,  Main  Floor 


into  the  fastnesses  of  the  Caucasus,  into  the  most  remote  districts 
of  Turkey  and  Persia,  and  into  the  little-known  interior  of  Asia 
Minor,  where  they  make  their  selections  piece  by  piece,  buying 
genuine  antiques  direct  from  their  owners,  and  modern  pieces,  in 
many  instances,  from  their  makers.  Thus,  B.  Altman  &  Co.'s 
annual  sale  of  Oriental  Rugs,  which  extends  over  a  period  of 
several  weeks,  is  recognized  as  an  important  event  in  the  rug  world, 
and  is  awaited  with  eager  impatience  by  those  who  know  that  at 
this  sale  rugs  of  the  finest  qualities  and  unquestionable  authen- 
ticity are  very  frequently  sold  at  less  than  half  their  regular 
selling  prices. 


«9 


VISITOR  to  the  Altman  store,  paraphrasing  a 
certain  famous  saying,  once  appositely  described 
it  as  "a  store  of  magnificent  distances."  If  this 
could  be  truly  said  of  the  edifice  as  originally  con- 
structed, the  statement  must  of  a  certainty  carry 
infinitely  greater  weight  to-day,  in  consideration 
of  the  extended  area  secured  by  the  completion  of  the  Madison 
Avenue  addition.  Surveying  the  interior  from  the  Fifth  Avenue 
entrance,  on  the  Main  Floor,  the  visitor's  gaze — following  the 
course  of  the  broad  central  aisle  —  meets  a  perfect  perspective, 
which  terminates  only  when  it  reaches  the  vestibule  on  Madison 
Avenue.  The  supporting  columns,  modeled  on  severely  classic 
lines,  present  from  every  point  of  view  a  series  of  graceful  colon- 
nades, the  architectural  beauty  of  which  cannot  fail  to  appeal  to 
the  artistic  sense.  Glancing  upward  toward  the  great  rotunda, 
which  rises  majestically  over  the  center  of  the  original  building,  a 
glimpse  is  afforded  of  the  upper  floors,  lending  breadth  and  vivacity 
to  the  picture.  Add  to  these  features  of  interest  the  spacious 
aisles,  balanced  on  either  side  by  displays  of  merchandise,  alluring 
in  form  and  color;  the  lofty  ceilings,  the  unrestricted  daylight 
which  pours  in  from  all  four  sides,  the  perfect  ventilation,  the 
efficient  service  —  and  the  result  is  a  store  which  meets  every 
aesthetic  as  well  as  every  practical  requirement. 


To  the  right  of  the  Main  Floor,  as  one  enters  from  Fifth 
Avenue,  is  the  enlarged  department  for  Men's  Furnishings,  which 
now  extends  more  than  half  the  entire  length  of  the  store  on  the 
Thirty-fourth  Street  side.  Completely  separated  from  the  sec- 
tions devoted  to  general  merchandise,  the  floor  arrangement  of  this 
department  has  been  planned  with  careful  forethought  for  the 
convenience  and  privacy  of  the  store's  male  patrons.  Not  only 
is  it  easily  accessible  from  the  Fifth  Avenue  entrance,  but  the 
Thirty-fourth  Street  entrance  leads  directly  into  it. 

The  increased  floor  space  now  given  to  it  has  made  it  possible 
for  this  department  to  add  very  materially  to  its  sphere  of  activity. 
Here,  under  the  new  arrangement,  will  be  found  complete  and 
comprehensive  assortments  of  Men's  Wear,  including  Hats  and 
Shoes.  There  is  also  a  Custom  Shirt  section,  which  makes  a 
specialty  of  fine  Shirts  for  general  and  dress  wear. 

It  is  not  possible,  in  a  work  of  necessarily  limited  scope,  to 
afford  a  detailed  description  of  every  department  in  a  store  as  large 
as  is  this  of  B.  Altman  &  Co.;  but  among  those  especially  worthy 
of  attention  on  the  Main  Floor  is  the  Silk  Department,  famous  for 
its  wealth  of  textile  treasures  —  the  richest  products  of  the  silk- 
weaver's  art;  the  department  for  Real  Laces,  where  are  shown 
some  of  the  rarest  and  most  beautiful  specimens  of  antique  lace 
to  be  found  in  America,  besides  many  exquisite  modern  pieces; 
the  Dress  Goods  Department;  the  Silverware  Department;  and  the 
section  reserved  for  Leather  Goods.    Very  considerably  enlarged 


is  the  Camera  Department,  which  is 


z: 


SCENDING  to  the  Second  Floor,  either  by  one 
of  the  gracefully  proportioned  stairways  or  one  of 
the  spacious  elevators,  the  attention  is  instantly 
riveted  by  the  broad,  airy  spaces,  the  restful  color 
scheme,  the  pervasive  atmosphere  of  refinement 
and  dignity.  It  is  characteristic  of  the  Altman 
system,  originated  by  Mr.  Altman  himself — who,  as  an  organizer, 
had  no  superior  —  that,  notwithstanding  the  tremendous  volume 
of  business  transacted  in  the  store  every  day  in  the  year,  there  is 
everywhere  apparent  a  certain  poise,  which  conveys  to  the  keen 
observer  the  mental  impression  of  a  great  organization  kept  under 


perfect  control  —  a  gigantic  piece  of  well-constructed,  well-cared-for 
machinery  of  which  every  infinitesimal  part  is  accurately  placed 
and  keyed.  This  is,  indeed,  distinctive  of  the  personality  of  the 
Altman  store — a  personality  acquired  through  more  than  half  a 
century  of  earnest  effort,  intelligent  study  and  vital  experience. 

With  so  large  an  area  of  additional  space  at  its  disposal,  the 
Second  Floor  has  been  entirely  rearranged.  New  departments 
have  been  introduced;  those  already  existing  have  been  greatly 
extended  and  improved.    Massive  mahogany  fixtures  and  display 


2." 


Misses'  and  Girls'  Departments 


cases  —  the  latter  enhanced  by  the  fine  merchandise  tastefully 
arranged  within  them  —  form  an  attractive  contrast  to  the  rich 
moss-green  of  the  soft  Wilton  floor-covering,  the  whole  presenting 
a  most  pleasing  aspect  to  the  gaze  of  the  interested  visitor. 

On  this  floor  are  located  the  departments  of  special  interest  to 
mothers.  The  Infants'  and  Little  Children's  Department,  which 
includes  in  its  stock  a  large  assortment  of  nursery  furnishings  as 
well  as  everything  necessary  for  the  little  one's  wardrobe,  has  been 
arranged  in  the  form  of  a  semi-enclosure,  especially  with  a  view 
to  securing  the  privacy  desired  for  selecting  at  leisure  the  dainty 
little  garments  comprising 
the  layette.  Closely 
adjacent  are  the  de- 
partments for  Girls' 
and  Misses'  Wearing 
Apparel,  the  latter 
also  including  gowns 
and  outergarments 
for  small  women. 
These  departments 

are  now  situated  on  the  north  and  west  sides  of 
the  store,  instead  of  on  the  east  and  south,  as 
formerly.    An  interesting  feature  of  the  Misses' 

Layette  Room 


section  is  a  small  display  room  in  the  Paris  style,  the  interior  of 
which  is  finished  in  French  gray.  This  is  intended  primarily  for 
the  exhibition  of  misses'  imported  model  gowns  and  wraps. 

A  new  department  on  this  floor,  meriting  special  mention 
because  of  its  importance,  is  that  devoted  to  Young  Men's  Clothing. 
Here  is  to  be  found  everything  that  is  smart  in  apparel  for 


Women's,  Misses'  and  Children's  Shoes 


the  modern  young  man,  for  street,  sports  or  dress  wear.  Like 
the  Men's  Furnishing  Department,  it  is  entirely  isolated  from  the 
sections  given  over  to  feminine  attire;  and  it  is  capably  handled 
by  men  accustomed  to  catering  to  the  sartorial  needs  and  tastes 
of  the  well-dressed  young  man.  The  long-established  Boys' 
Clothing  Department,  completely  stocked  with  new  assortments 
of  garments  for  every  day,  school  and  dress  wear,  is  located  in 
the  same  section  of  the  store,  both  being  in  the  Madison  Avenue 
addition,  on  the  Thirty-fifth  Street  side. 

24 


Other  interesting  departments,  which  cannot 
be  described  at  length  for  lack  of  space,  are  those  reserved  for 
Women's,  Misses'  and  Children's  French  and  American-made 
Undergarments;  Knitted  and  Silk  Undenvear;  Women's  Blouses; 
Women's  House  Dresses  and  Aprons  and  Maids'  and  Nurses' 
Uniforms;  Shawls  and  Sweaters;  and  Women's,  Misses'  and  Chil- 
dren's Shoes.  Here,  also,  is  the  Corset  Department,  showing  large 
assortments  of  French  corsets  and  brassieres  of  the  finest  makes 

and  materials, 
as  well  as  the 
popular  Ameri- 
can types.  A 
special  feature 
is  made  of  cor- 
sets measured 
and  fitted  to 
the  figure,  and 
made  by  expert 
corsetieres  in 
workrooms  in 
the  establish- 
ment. 

French  Display  Room 


25 


26 


MERGING  at  the  Third  Floor  from  the  elevator 
on  the  Madison  Avenue  side  of  the  store,  one 
finds  oneself  directly  in  the  Fur  Department. 
Spacious,  well  arranged  and  equipped,  the  rich 
tones  of  the  handsome  furs  displayed  on  forms 
and  in  show  cases  presenting  an  artistic  contrast 
to  the  soft  Quaker  gray  of  the  carpet  and  woodwork,  this  may 
not  improperly  be  termed  the  most  attractive  —  as  it  has  also  been 
quoted  as  the  most  extensive  —  retail  fur  department  in  America. 

It  is  an  undisputed  fact  that  in  no  other  department  store  is 
the  volume  of  business  so  large  in  furs  of  the  finest  and  costliest 
qualities.  B.  Altman  &  Co.'s  resident  representatives  abroad  are 
constantly  in  touch  with  the  greatest  fur  centers  of  the  world,  and 
any  unusually  rich  "find"  is  at  once  communicated  to  them;  hence 
it  is  not  at  all  an  extraordinary  incident  in  the  history  of  the  house 
when  a  rare  set  of  matched  sables  which  an  empress  might  covet — 
the  value  of  which  rises  far  into  the  thousands  — comes  across  the 
ocean  to  enrich  for  awhile  the  Altman  display  and,  a  little  later, 
to  grace  the  piquant  loveliness  of  some  American  princess. 

The  higher-cost  furs  do  not,  however,  constitute  the  entire 
stock  of  this  department.  Women  of  moderate  resources  may 
find  here  fur  garments  and  smaller  fur  pieces,  of  excellent 
appearance  and  wearing  qualities,  which  may  be  purchased  at 
prices  easily  within  their  means  and  which  will  afford  entire 
satisfaction.  The  colossal  success  of  the  great  Fur  Sale  which 
takes  place  annually  early  in  the 


fur  season  —  and  which  attracts 
eager  purchasers  from  nearly 
every  State  in  the  Union  —  is 
sufficient  evidence  that  the  fact 
is  very  widely  recognized  that 
here  may  be  obtained  genuine 
fur  bargains. 

Practically  all  of  the  depart- 
ments for  Women's  Ready-to-wear 
Apparel  are  situated  on  the  Third 
Floor.    Here  are  the  sections  for 


Fur  Storage  Vaults 

27 


Linen  Dresses  and  Trimmed  Millinery.  Women's,  Misses' 
and  Children's  Riding  Habits  have  a  section  all  their  own,  which 
includes  both  ready-to-wear  and  made-to-order  garments ;  and  here, 
too,  may  be  found  all  the  accessories  of  the  equestrienne's  costume. 


The  Mourning  Department,  a  semi-enclosed  section  entirely 
apart  from,  though  closely  contiguous  to,  the  departments  for 
gowns  and  suits,  is  generously  supplied  with  every  essential  of 


the  correct  mourning  outfit,  including  not  only  gowns,  wraps  and 
millinery,  but  also  such  minor  accessories  as  neckwear,  gloves, 
hosiery,  shoes,  etc.  It  may  pertinently  be  added  that  the  Depart- 
ment has  excellent  facilities  for  furnishing  complete  mourning 
outfits  at  short  notice. 

The  Special  Order  Department  for  Dressmaking  and  Tailoring 
is  also  located  on  the  Third  Floor,  in  exclusive  salons  wherein 
models,  sketches,  materials,  etc.,  may  be  examined  and  discussed 
at  leisure  and  in  the  luxurious  environment  which  every  woman 
of  taste  and  breeding  appreciates. 


NE  of  the  most  important  ramifications  of 
B.  Altman  &  Co.'s  vast  establishment  is  the 
department  for  Interior  Decoration,  located  on 
the  Fourth  Floor.  Maintaining  its  own  studios 
in  the  building,  with  a  personnel  composed  of 
qualified  artists,  this  department  is  amply  prepared 


to  undertake  interior  decorative  work  in  all  of  its  branches.  Several 
of  America's  best  known  hotels  and  theatres,  as  well  as  a  large 
number  of  private  residences,  owe  their  interior  beauty  to  the 
artistic  resources  of  the  Altman  studios.  A  specialty  is  made 
of  period  interiors,  every  detail  of  decoration,  with  furnishings, 
draperies  and  upholstering  to  harmonize,  being  carefully  planned 
by  men  who  are  experts  in  their  individual  lines. 

Of  equal  interest  is  the  department  for  Decorative  Laces, 
correlated  to  the  Lace  Curtain  Department.  Here,  too,  is  to  be 
found  a  staff  of  competent  artists,  with  unusual  facilities  at  their 
disposal  for  the  designing  and  making  to  order  of  fine  lace  cur- 
tains and  decorative  lace  pieces  of  every  type  and  period.  The 
Upholstery  Department  is  another  of  the  distinctive  features  of 


the  Fourth  Floor,  its  display 
including  very  large  and  com- 
prehensive assortments  of 
curtain  materials,  cretonnes, 
decorative  drapery  fabrics,  etc. 

An  extensive  department 
on  this  floor  is  devoted  to  Art 
Objects,  Bric-a-brac  and  Lamps. 
Among  other  items  of  more  than 
passing  interest  shown  here  is 
a  choice  selection  of  Italian  marbles  and 
decorative  pieces  in  terra  cotta,  especially 
appealing  to  persons  of  culture  and  artistic 
taste. 

The  Fancy  Needlework  Department,  offer- 
ing many  dainty  articles  of  special  feminine 
interest,  is  also  attractively  housed  on  the  Fourth  Floor;  and 
here,  too,  are  the  departments  for  Household  and  Decorative 
Linens,  Imported  and  Domestic  Bed-furnishings  and  other  utili- 
tarian commodities. 


lyHjl 


Art  Objects,  Bric-a-brac  and  Lamps 


HIEF  among  the  interesting  features  of  the 
Fifth  Floor  are  the  Executive  Offices,  consisting 
of  the  President's  Room,  the  Board  Room  and 
an  anteroom  or  reception  office.  This  suite  of 
offices  is  unique  in  that  it  presents  to  the  gaze 
of  the  visitor,  in  facsimile,  the  interiors  of  three  of 
the  most  impressive  rooms  in  Mr.  Altman's  Fifth  Avenue  home. 
From  that  wonderful  art  repository,  now  dismantled,  has  been 
brought  the  carved  woodwork  which  conceals  the  walls  of  what 
may  truthfully  be  termed  one  of  the  most  beautiful  and  most 
remarkable  office  suites  in  the  world.  The  room  reserved  for 
the  President,  Mr.  Friedsam,  is  Mr.  Altman's  library  in  duplicate, 
and  contains,  among  many  objects  of  interest,  his  desk  and  other 
library  furniture;  his  dining-room  has  been  as  faithfully  reproduced 
in  the  Board  Room;  and  the  anteroom  is  a  replica  of  his  famous 
Renaissance  room. 

The  Writing  and  Rest  Room  for  women  patrons  of  the  store 
is  also  located  on  this  floor,  in  the  Madison  Avenue  addition. 
The  reposeful  atmosphere  of  the  room  —  accentuated  by  the  care- 
fully modulated  light,  the  softly  carpeted  floor,  the  comfortable 
chairs,  the  graceful  writing  tables,  with  their  supplies  of  engraved 
stationery — has  been  attained  only  after  thoughtful  consideration 
of  the  most  insistent  needs  of  the  tired  shopper.  The  walls  of 
this  room  are  paneled  in  mahogany ;  the  mahogany  furniture  is  in 
the  Adam  style.  The  upholsterings  are  of  rich  blue  velvet,  har- 
monizing with  the  blue  of  the 
carpet.  Adjoining  this  room 
is  a  smaller  one,  for  the 
use  of  patrons  who 
may  be  indisposed, 
or  of  mothers  with 
infants.  Within 
easy  reach  are  the 
telephone  booths, 
the  Bureau  of  In- 
formation and  the 
General  Offices. 

Writing  and  Rest  Room  for  Patrons 


32 


The  Executive  Offices 


34 


The  Rug  Department,  occupying  some  seventy  thousand 
square  feet  of  floor  space  and  admittedly  the  largest  department 
of  its  kind  in  America,  is  the  only  retail  sales  department  on  the 
Fifth  Floor.  It  occupies  virtually  all  of  the  space  on  this  floor 
in  the  main  building,  and  carries  a  stock  of  individually  selected 
rugs  the  retail  value  of  which,  estimated  collectively,  approximates 
two  and  one-half  million  dollars.  The  most  ingenious  methods 
are  employed  in  the  displaying  of  the  rugs,  even  the  supporting 
columns  being  impressed  into  the  decorative  scheme;  while  the 
entire  floor  is  flooded  with  mellow  light  afforded  by  a  system  of 
indirect  illumination,  installed  especially  for  the  purpose  of  reveal- 
ing the  true  color  values  in  the  selection  of  rugs. 

The  Oriental  Rug  section,  in  particular,  merits  the  visitor's 
keenest  attention.  Within  the  enclosure  designated  as  the  Antique 
Room,  which  is  reserved  for  the  display  of  choice  rugs,  are  several 
rare  antique  specimens,  fully  authenticated,  which  are  well  calcu- 
lated to  make  a  direct  appeal  to  the  connoisseur.  Some  of  these 
have  been  honored  by  the  special  notice  of  that  distinguished 
authority,  Professor  Bode;  while  others  enjoy  the  distinction  of 
having  been  reproduced  in  the  Martin  Book. 

One  section  of  this  department  is  set  apart  for  Oriental  rugs 
of  unusually  large  sizes;  another  is  reserved  for  Chinese  rugs; 
and  a  most  interesting  branch  is  the  repair  section,  which  main- 
tains at  all  seasons  a  staff  of  Orientals  expert  in  the  making  and 
repairing  of  valuable  rugs. 


ITH  a  philanthropist  for  its  founder,  it  is  not 
surprising  that  the  house  of  B.  Altman  &  Co. 
devotes  much  care  and  thought  to  the  welfare  of 
its  employees.  For  the  women  and  girls  there  is 
a  spacious,  airy  recreation  room  on  the  eleventh 
floor,  furnished  with  cosy  chairs  and  liberally 
supplied  with  books  and  magazines.  In  addition  to  this,  a  portion 
of  the  roof  has  been  enclosed  to  provide  a  rest  room  for  women 
employees  who  need  quiet  and  a  smoking-room  for  men  employees, 
the  remainder  being  subdivided  into  a  solarium  and  an  open-air 
roof  garden  and  promenade,  from  whence  may  be  obtained  a  magni- 
ficent view  of  New  York  City,  the  East  River  and  Long  Island. 

The  twelfth  floor  of  the  new 
addition  has  been  given  over  in 
its  entirety  to  the  use  of  the 
employees.  Here  are  separate 
luncheon  rooms  for  men  and 
women,  and  a  roomy,  sanitary 
modern  kitchen,  in  which  is  pre- 
pared the  wholesome,  palatable 
food  that  is  served,  at  mini- 
mum prices,  in  the  adjoining 
luncheon  rooms. 

Extending  practically  the 
entire  length  of  the  new  addition 
on  the  Thirty-fifth  Street  side  are  the  medical  offices,  a  large, 
specially  constructed  suite  consisting  of  patients'  waiting-room, 
physician's  consulting-room,  surgery,  and  men's  and  women's 
wards,  with  a  total  of  seven  beds.  The  equipment  of  these 
rooms  has  been  as  scientifically  worked  out  as  that  of  the  best 
type  of  modern  hospital.  A  physician,  assisted  by  two  graduate 
nurses,  is  in  charge  of  the  Medical  Department,  the  expense  of 
which  is  borne  wholly  by  the  firm,  no  tax  of  any  kind  being  made, 
either  directly  or  indirectly,  upon  the  employees.  Incidentally, 
it  should  be  mentioned  that  patrons  of  the  store,  if  seized  with 
sudden  illness  while  in  the  establishment,  are  given  emergency 
treatment  free  of  charge. 


;  "  "  '  Physician's 
Offices 


3« 


The  medical  work  among  the  employees  does  not  consist 
entirely  in  emergency  relief,  although  a  great  amount  of  help  is 
given  in  this  way.  The  history  of  every  case  is  tabulated,  and 
all  cases  requiring  protracted  attention  are  carefully  followed  up, 
so  that  a  permanent  cure  is  effected  where  ordinarily  only  tempo- 
rary relief  would  be  secured.  When  the  diagnosis  indicates 
malnutrition,  the  milk  diet  required  is  not  only  prescribed,  but 
supplied;  and  a  large  number  of  ill-nourished  young  persons  have 
been  correspondingly  benefited.  When  instruction  in  personal 
hygiene  is  needed  —  as  it  frequently  is,  among  the  younger  em- 
ployees—  it  is  given  kindly,  sympathetically,  thus  establishing 
between  instructor  and  patient  the  sense  of  kinship  that  is  born 
only  of  true  humanitarianism.  It  is  a  significant  fact  that,  since 
the  establishment  of  the  Medical  Department,  the  general  efficiency 
of  the  working  corps  has  been  materially  increased. 

No  one  mark  of  the  firm's  interest  in  its  employees  has  been 
more  sincerely  appreciated  than  the  inauguration  of  the  shorter 
business  day.  Throughout  the  year  the  store  is  now  opened  at 
9  a.  m.,  while  during  the  Summer  season  it  is  closed  daily  at  5  p.  m., 
except  on  Saturdays.  The  Saturday  schedule  during  the  Summer 
months  is  as  follows:  June  15th  to  July  1st:  9  a.m.  to  12  noon. 
July  and  August:  The  store  is  closed  all  day  Saturday.  Sep- 
tember 1st  to  September  15th:  9  a.  m.  to  12  noon.  In  addition 
to  these  vacation  hours,  in  which  every  employee  is  a  participant, 
a  two  weeks'  vacation,  with  pay  in  advance,  is  allowed  to  all  em- 
ployees who  have  been  with  the  firm  three  years  or  longer;  those 
of  more  than  one  year's  standing  and  less  than  three  receiving 
one  week,  with  advance  pay. 

Added  to  these  interesting  phases  of  the  store's  relationship 
with  its  employees,  a  school  is  maintained  in  the  building  for  the 
younger  employees.  Here  instruction  is  given  daily,  excepting 
Saturday,  in  reading,  writing,  spelling  and  arithmetic. 

The  Mutual  Benefit  Association  is  a  fraternal  organization 
established  and  supported  by  the  employees  themselves.  Its 
main  object  is  to  provide  for  liberal  sick  and  death  benefits;  and 
although  membership  is  not  compulsory,  its  roll  numbers  more 
than  2500  names. 


37 


Telephone  Switchboard 


N  the  upper  floors  of  the  building  are  assembled 
the  numerous  industries  which  make  of  the  Altman 
establishment  a  vast  human  beehive.  Here  are 
the  immense  storerooms  for  reserve  merchandise 
— for  this  is  a  wholesale  as  well  as  a  retail  house, 
and  every  day  brings  in  its  augmentations  of  stock 
from  home  and  foreign  markets,  while  every  day  witnesses  a 
tremendous  output.  Here,  too,  are  the  workrooms — for  gowns, 
suits,  riding  habits,  furs,  millinery,  corsets,  men's  shirts,  lace 
curtains,  decorative  laces,  upholsteries,  lamp  shades,  table  decora- 
tions, etc.,  etc. 

The  Mail  Order  Department,  on  the  Eighth  Floor,  is  deserving 
of  special  mention,  were  it  only  for  the  fact  that  it  reaches  out  its 
helpful  hands  to  patrons  of  the  store  all  over  the  world.  The 
woman  who  resides  far  beyond  visiting  distance  of  any  store, 
whether  in  America  or  a  foreign  territory,  may  readily  supply 
herself,  through  the  agency  of  this  department,  with  the  latest 
novelties  in  fashion,  without  any  personal  trouble  whatever  and 
with  no  more  delay  than  is  required  for  the  transmission  of 
the  order  and  the  shipment  of  goods.    The  regular  staff  of  the 


38 


department  includes  a  large  force  of  expert  shoppers,  who  are 
fully  competent  to  select  from  the  store's  various  departments  any 
merchandise  that  may  be  called  for,  from  the  smallest  individual 
item  to  an  entire  wardrobe. 

Another  keenly  interesting  feature  of  the  establishment  is  the 
artificial  refrigerating  plant  for  the  safe  storage  of  furs,  rugs  and 
draperies.  The  walls,  ceilings  and  floors  of  the  storage  vaults 
(illustrated  on  page  27)  are  completely  encased  in  thick  sheathings 
of  cork,  insuring  evenness  of  temperature  and  absolute  protection 
against  moisture.  The  storage  plant  covers  an  immense  area,  as, 
although  the  floor  space  is  divided  into  compartments,  mainly  as  a 
protective  measure  against  fire,  the  vaults  extend  across  the  entire 
width  of  the  ninth  floor  of  the  building.  All  of  this  space  is  kept 
cool  and  dry  by  the  refrigerating  apparatus  in  the  basement. 
None  of  the  coils  composing  it  are  located  in  the  storage  vaults ; 
hence  there  is  no  possibility  of  damage  to  the  valuable  articles 
stored  through  leakage  from  faulty  pipes  or  moisture  deposits. 


39 


ELOW  the  level  of  the  street,  in  subterranean 
regions  all  undreamed  of  by  the  great  majority  of 
B.  Altman  &  Co.'s  patrons,  are  to  be  found  the  real 
marvels  of  the  building's  working  equipment — the 
complicated  machinery  which  is  responsible  for 
light,  heat,  ventilation,  motor  power,  etc.  Sta- 
tistics are  not  usually  interesting  to  the  general  reader,  but  they 
supply  the  only  tangible  means  of  conveying  even  a  remote  idea 
of  the  magnitude  of  an  organization  such  as  this. 

In  the  sub-basement  is  the  Engine  Room  —  spacious,  well 
lighted  and  ventilated,  every  part  of  it  controlled  by  system  of 
the  highest  order.  The  red-tiled  floor  is  as  clean  as  that  of  a 
New  England  kitchen,  and  everywhere  there  is  the  gleam  of 
polished  metal.  The  Chief  Engineer's  office  is  so  situated  that 
practically  the  entire  room  is  within  the  range  of  his  vision  when 
he  is  seated  at  his  desk.  As  a  result  of  unrelaxing  vigilance,  the 
discipline  maintained  is  flawless.  There  has  never  been  a  shut- 
down since  the  plant  was  first  put  into  operation. 

The  great  engines  in  this  room  have  an  aggregate  capacity  of 
3600  horse  power;  the  ten  boilers  in  the  adjoining  Boiler  Room 
a  capacity  of  3000  horse  power,  with  a  steam  pressure  of  160 
pounds  to  the  square  inch.  The  coal  bunkers  are  capable  of 
containing  2000  tons.  ' 


PA 


The  electric  power 
plant  is  one  of  the  lar- 
gest in  the  city  of  New 
York,  with  a  dynamo 
capacity  of  2400  kilo- 
Ill  watts.  It  generates  all 
the  electricity  required 
not  only  for  the  lighting 
of  the  building,  but  for 
the  driving  power  of  elevators, 
motors  for  pneumatic  tubes,  sewing 
machines,  etc.,  as  well  as  the  motors 
for  the  immense  ventilating  equipment. 
To  insure  perfect  ventilation  of  this  great  building — a  matter  of 
the  first  importance,  considering  that,  in  addition  to  the  immense 
number  of  patrons  constantly  passing  in  and  out,  nearly  4000 
employees  are  occupied  therein  on  every  working  day — a  system 
has  been  installed  for  filtering,  cleansing  and  humidifying  the  air 
supplied  by  the  fresh-air  fans,  amounting  to  200,000  cubic  feet 
per  minute.  The  exhaust  fans  for  withdrawing  vitiated  air  have 
an  equal  capacity;  hence  there  is  no  loophole  for  the  accumulation 
of  stagnant  air  in  any  part  of  the  establishment. 


The  Tube  System 


is  an  important  result  of  the  enlargement  of  the 
building.    There  are  now  twenty-two  passenger  elevators,  besides 
five  small  elevators  for  private  or  fitting-room  use,  ten  elevators 
for  the  use  of  employees,  and  two  truck  elevators  of  vast  size  and 
capacity,  making  a  total  of  thirty-nine,  all  of  modern  type. 

Among  the  numerous  improvements  rendered  possible  by  the 
building  of  the  new  addition  must  be  included  the  extension  of 
the  pneumatic  tube  service  and  of  the  delivery  conveyor  system. 
In  the  tube  service,  for  the  transmission  of  the  cash  carriers,  there 
are  now  no  fewer  than  sixteen  miles  of  brass  tubing. 

The  delivery  conveyor  system  consists  of  a  number  of  spiral 
chutes  extending  from  the  top  floor  of  the  building  to  the 
basement  ceiling,  with  outlets  on  every  floor  so  placed  as  to  be 
easy  of  access  from  all  departments.  Attached  to  the  basement 
ceiling  are  traveling  platforms,  or  conveyors,  in  which  are  2767 
feet  of  canvas  belting,  moving  at  an  average  rate  of  four  miles 
per  hour  and  leading  directly  from  the  chutes  to  the  packing 
tables  in  the  Delivery  Department.  Here  the  goods  are  packed, 
addressed  and  placed  on  other  conveyors,  which  carry  them 
immediately  to  the  drivers'  bins,  each  of  which  is  assigned  to 
a  special  route.  Merchandise  purchased  on  the  Main  Floor, 
however,  is  packed  at  the  counters,  whence  it  is  dropped  to  the 
conveyors  through  trap-doors  placed  in  the  floor  and  carried 
automatically  to  the  bins,  ready  for  delivery  —  thus  effecting  an 
appreciable  saving  in  time.    It  may  be  noted,  in  passing,  that  the 


4* 


bins  are  constructed  entirely  of  metal  tubing,  with  divisions  of 
wire  mesh,  and  are  built  at  an  elevation  from  the  floor  to  insure 
perfect  sanitation. 

Quite  as  important  as  and  certainly  not  less  interesting  than 
the  indoor  sections  of  the  Delivery  Department  is  the  outdoor 
branch,  located  in  the  great  six-story  garage  and  stable  fronting 
on  East  Thirty-sixth  Street,  but  extending  through  to  East 
Thirty-seventh  Street.  In  this  wonderfully  equipped  and  per- 
fectly organized  division  of  the  delivery  service  are  housed  85 
motor  wagons  and  trucks,  157  horse  vehicles  and  200  horses. 
It  has  been  stated,  and  with  truth,  that  in  the  quality  and  condi- 
tion of  its  equine  stock  —  in  every  instance  of  fine  strain  and 
high  mettle  —  the  house  of  B.  Altman  &  Co.  is  superior  to  any 
department  store  in  the  world. 


43 


Garage  and  Stables 


N  concluding  this  brief  history  of  the  house  of 
B.  Altman  &  Co.  it  is  desired  especially  to 
emphasize  the  fact  that  every  square  foot  of 
space  added  to  the  building,  every  costly  device 
introduced  in  its  equipment,  has  been  carefully 
planned  with  a  view  to  promoting  the  interests  of 
the  store's  patrons  and  of  confirming  their  faith  in  the  store's 
reliability.  It  is  not  alone  the  impressive  exterior  of  the  building 
that  commands  attention,  nor  the  convenience  and  charm  of  its 
well-arranged  departments,  as  the  visitor  sees  them.  Of  equal  if 
not  of  more  consequence  is  the  perfect  sanitation  of  those  parts 
of  the  building  which  are  unexplored  by  the  visitor.  Scientific 
lighting,  heating,  ventilation  and  cleanly  surroundings  in  work- 
rooms, offices,  stock  rooms,  receiving  rooms,  packing  and  shipping 
rooms,  are  as  vitally  important  to  the  store's  patrons  as  to  its 
employees;  for  these  things  indicate  that  the  merchandise  it 
handles  is  subject  to  the  most  wholesome  conditions  up  to  the 
moment  of  delivery  into  the  purchaser's  hand. 

It  has  been,  throughout,  the  earnest  endeavor  of  B.  Altman 
&  Co.  to  provide  in  every  possible  way  for  the  personal  safe- 
guarding of  the  patrons  and  employees  of  the  Altman  store. 
Non-inflammable  material  has  been  used  in  construction  wherever 
practicable,  and  the  entire  building  has  been  made  to  conform  to 
the  stringent  regulations  of  the  New  York  Fire  Department. 

The  fire-preventing  and  fire-fighting  equipments,  which  en- 
compass the  building  on  every  hand,  are  among  the  most  complete 
in  existence,  including  the  new  automatic  sprinkler  and  signal 
systems,  the  latter  connecting  with  the  city  Fire  Department  as 
well  as  the  private  Fire  Department  in  the  building;  a  standpipe 
system  having  hose  stations  so  arranged  as  to  reach  any  part  of 
the  building;  and  a  supervisory  system  which  acts  automatically 
in  the  event  of  difficulty  arising  in  any  part  of  the  equipment. 

For  the  final  word:  B.  Altman  &  Co.  will  continue  in  the 
future,  as  in  the  past,  to  direct  their  unremitting  efforts  toward 
maintaining  their  long-established  reputation  for  best-quality 
merchandise  at  reasonable  prices,  as  well  as  for  integrity,  courtesy 
and  efficiency  of  service. 


44 


DEPARTMENT  DIRECTORY 


FIRST  FLOOR 
Silks  and  Velvets 

Laces,  Embroideries  and  Trimmings 
Veilings 

Women's  Neckwear 
Ribbons 

Gloves  and  Hosier)- 

Millinery   (including  Misses'  and 

Girls'  Hats) 
Black  and  Colored  Dress  Goods 
White  Goods  and  Cotton  Dress 

Goods 
Linings  and  Notions 
Umbrellas 
Handkerchiefs 
Jewelry  and  Silverware 
Toilet  Articles 
Leather  Goods 
Stationery  and  Engraving 
Cameras  and  Specialties 
Men's  Furnishings  and  Underwear 
Men's  Hats,  Coats  and  Shoes 

SECOND  FLOOR 

Women's  Blouses 
Bathing  Costumes 
Women's,  Misses'  and  Children's 
Shoes 

Misses'  and  Small  Women's  Attire 
Girls'  and  Children's  Dresses  and 
Coats 

Women's  French  and  American- 
made  Underwear 
Women's  Knit  Underwear 
Corsets 

Misses'  and  Children's  Underwear 
Infants'  and  Little  Children's  Wear 

and  Nursery  Furnishings 
Colored  Petticoats 
Sweaters  and  Shawls 


SECOND  FLOOR 

(CONTINUED) 

House  Dresses,  Aprons,  Maids' 
Dresses  and  Caps  and  Nurses' 
Uniforms 

Young  Men's  and  Boys'  Clothing 

Boys'  Furnishings 

THIRD  FLOOR 

Women's     Ready-to-wear  Suits 

and  Dresses 
Women's,  Misses'  and  Children's 

Riding  Habits 
Dressmaking 
Mourning 

Women's  Coats  and  Wraps 
Women's  House  Gowns 
Women's  Cotton  and  Linen  Dresses 
Furs  and  Fur  Garments 
Trimmed  Millinery 

FOURTH  FLOOR 

Interior  Decoration 

Lace  Curtains  and  Decorative  Laces 

Upholsteries 

Art  Objects,  Bric-a-brac  and  Lamps 
Household  and  Decorative  Linens 
Blankets  and  Domestics 
Fancy  Needlework 

FIFTH  FLOOR 

Oriental,  European  and  American 
Rugs 

Wholesale  Upholsteries 

Women's  Writing  and  Rest  Rooms 

Public  Telephones 

Information  Bureau 

Executive  Offices 

General  Offices 


45 


[gjm 


